A new campaign launched today by Police Scotland is calling on men to reflect, take action and stop domestic abuse before it starts.

The ‘Is That Me’ campaign will run for six weeks on social media platforms including YouTube, TikTok, Snapchat, within PureGyms and in a first for Police Scotland, Tinder.

A short video has been produced featuring up and coming Scottish actors. The premise of the advert is a young man and young girl meeting in person for the first time, having got to know one another online. Everything starts positively however the character of the young man changes to expose what he’s really like, before he snaps back into the nice persona he’s displaying on this first date.

The advert finalises with the lines:
“At the start of a relationship, we don’t always see the man we might become. Attitudes and behaviour can turn a promising relationship into an abusive one. Spot the signs and you can stop the abuse before it starts.”

Watch the #IsThatMe video

A dedicated microsite has been created to give further advice and information.

We would encourage all men to stop and think about their own behaviour towards their partners. Controlling a relationship and a partner is wrong and not conducive to a health relationship, you could also be committing an offence.

Officers and staff can play their part by sharing social media content with the hashtag #IsThatMe. We are also producing printed materials that can be shared within your local communities and will direct users to the #IsThatMe microsite​

As ever we would always remind officers and staff that if you are at risk of domestic abuse, do talk to someone. There is no shame in confiding that a relationship that looks good on the outside is not as perfect as it seems. If you don’t want to speak to a work colleague or Line Manager, there are Domestic Abuse champions across Scotland and you don’t have to speak to someone in your own division.

As highlighted in our standards of professional behaviour​, racism, misogyny and all forms of discrimination have no place within policing in Scotland.

The dedicated microsite answers the following questions:

• Whats the harm in how I behave
• What is abusive behaviour
• What will happen if they don’t change my behaviour
• What can I do ? How can I change?